Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: UK magazine market volume, 2006-16
- Market factors
- Companies, brands and innovation
- The consumer
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- Figure 2: Types of magazine read by consumers, July 2011
- Figure 3: Magazine reading habits, July 2011
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- Figure 4: Attitudes towards magazines, July 2011
- What we think
Issues in the Market
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- What is the place of print in the magazine industry over the coming years?
- Can magazine apps justify the initial excitement and expectations?
- What is the outlook for women’s magazines?
- What is the outlook for men’s magazines?
- What are the prospects for children’s and teenage comics and magazines?
Future Opportunities
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- Trend: Alpha Mothers
- Trend: Many Mes
Internal Market Environment
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- Key points
- Declining titles
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- Figure 5: Number of UK consumer magazine titles, 1989-2010
- Magazines still popular
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- Figure 6: Number of magazines read or looked at in the last month, 2006-10
- Fall in newsagent purchase
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- Figure 7: Newspaper and magazine buying, 2007-10
- Male and female attitudes towards style, health and fitness
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- Figure 8: Agreement with attitudinal statements, by gender, 2010
- Adspend remains depressed
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- Figure 9: UK consumer magazines advertising spend, 2006-12
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- Figure 10: Opinions on media and advertising, 2010
- Revenue mix: print versus digital
- Live events potential
- Device take-up
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- Figure 11: Electronic devices/services have at home, April 2009-April 2011
- The distributed web
- Tablet penetration
- iPad fever
- iPad-only mags
- Apple Newsstand
- Android and other tablets
Broader Market Environment
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- Key points
- Household budget squeeze
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- Figure 13: UK consumer confidence index, January 2008-August 2011
- Over-55s growth
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- Figure 14: Trends in the age structure of the UK population, 2006-16
- AB population growth
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- Figure 15: Forecast adult population trends, by socio-economic group, 2006-16
- Age division
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- Figure 16: Broadband penetration, by demographics, 2004-10
Competitive Context
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- Key points
- Magazines versus newspapers
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- Figure 17: Frequency of reading colour supplements, 2010*
- Wider leisure context
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- Figure 18: Trends in participation in leisure activities, 2006-10
Who’s Innovating?
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- Key points
- Brand promotion
- Magbooks and collectibles
- Joined-up thinking
- Slow journalism
- New tablet designs
- Apps for old and young
- Reverse trend
- Body beautiful
Market Size and Forecast
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- Key points
- Magazine volume drops 14% since 2006
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- Figure 19: Estimated volume of UK magazines distributed, 2006-11
- Forecast
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- Figure 20: UK magazine market volume, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Women’s and home accounts for half of magazines
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- Figure 21: Estimated volume of UK magazines distributed and percentage share, by type of magazine, 2010
- Figure 22: Estimated volume of UK magazines distributed, by type of magazine, 2006-10
- Women’s weeklies/celebrity titles
- Women’s monthlies
- Men’s magazines
- TV listings magazines
- News and current affairs
- Children’s and teens' magazines
- Pre-school
- Primary/pre-teen
- Teen mags
- Sport, leisure, hobbies and entertainment and other
Market Share
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- Key points
- Free titles dominate top 20
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- Figure 23: Top 20 UK magazines, by total average net distribution, July-December 2010
Companies and Products
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- Bauer Media Group
- BBC Worldwide
- Condé Nast
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- Figure 24: Condé Nast: circulation figures, July-December 2010
- DC Thomson
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- Figure 25: DC Thomson: circulation figures for lead titles, July-December 2010
- Dennis Publishing
- Egmont
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- Figure 26: Egmont: circulation figures for lead titles, July-December 2010
- Hachette Filipacchi
- Haymarket Consumer Media
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- Figure 27: Haymarket Consumer Media: circulation figures, July-December 2010
- IPC Media
- National Magazine Company
- Northern & Shell
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- Figure 28: Northern & Shell: circulation figures, July-December 2010
- Panini
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- Figure 29: Panini UK: circulation figures, July-December 2010
- ShortList Media
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- Figure 30: ShortList Media: circulation figures, July-December 2010
- Titan Publishing Group
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- Figure 31: Titan Publishing Group: circulation figures, July-December 2010
Brand Research – Men’s Magazines
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- Brand map
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- Figure 32: Attitudes towards and usage of men’s magazine brands, July 2011
- Brand attitudes
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- Figure 33: Attitudes, by men’s magazines brand, July 2011
- Brand personality
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- Figure 34: Men’s magazine brand personality – macro image, July 2011
- Figure 35: Men’s magazine brand personality – micro image, July 2011
- Correspondence analysis
- Brand experience
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- Figure 36: Men’s magazine brand usage, July 2011
- Figure 37: Satisfaction with various men’s magazine brands, July 2011
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- Figure 38: Consideration of men’s magazine brands, July 2011
- Figure 39: Consumer perceptions of current men’s magazine brand performance, July 2011
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- Figure 40: Men’s magazine brand recommendation – Net Promoter Score, July 2011
- Brand index
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- Figure 41: Men’s magazine brand index, July 2011
- Figure 42: Men’s magazine brand index vs. recommendation, July 2011
- Target group analysis
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- Figure 43: Target groups, July 2011
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- Figure 44: Men’s magazine brand usage, by target groups, July 2011
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Brand Research – Women’s Magazines
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- Brand map
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- Figure 45: Attitudes towards and usage of women’s magazine brands, July 2011
- Brand personality
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- Figure 46: Women’s magazine brand personality – macro image, July 2011
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- Figure 47: Women’s magazine brand personality – micro image, July 2011
- Correspondence analysis
- Brand experience
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- Figure 48: Women’s magazine brand usage, July 2011
- Figure 49: Satisfaction with various women’s magazine brands, July 2011
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- Figure 50: Consideration of women’s magazine brands, July 2011
- Figure 51: Consumer perceptions of current women’s magazine brand performance, July 2011
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- Figure 52: Women’s magazine brand recommendation – Net Promoter Score, July 2011
- Brand index
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- Figure 53: Women’s magazine brand index, July 2011
- Figure 54: Women’s magazine brand index vs. recommendation, July 2011
- Target group analysis
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- Figure 55: Target groups, July 2011
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- Figure 56: Women’s magazine brand usage, by target groups, July 2011
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Magazine Consumption
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- Key points
-
- Figure 57: Types of magazine read by consumers, July 2011
- Seven in ten adults read magazines
- Six in ten women read women’s magazines
- Three in ten men read men’s magazines
- ABs/students read news and current affairs titles
Magazine Content Preferences
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- Key points
-
- Figure 58: Preferred types of magazine content, July 2011
- Make ‘em laugh
- Travel content for ABC1 empty nesters
- Women’s weekly staples
- Age of beauty
- Celeb gossip still appeals to under-35s
Magazine Reading Habits
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- Key points
-
- Figure 59: Magazine reading habits, July 2011
- Four in ten spend less since recession
- Women and men read differently
- Subscriber potential
- Brand loyal readers
- Acting on impulse
Attitudes towards Magazines
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- Key points
-
- Figure 60: Attitudes towards magazines, July 2011
- Seeking substance
- ‘Me time’ mags
- Too much trivia
- Free gift hunters
- Lack of diversity
Attitudes towards Digital Magazines
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- Key points
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- Figure 61: Attitudes towards online/electronic magazines, July 2011
- Print still preferred...
- ...but a third now go online
- Digital optimism
Children’s and Teens’ Reading Habits
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- Key points
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- Figure 62: Types of magazines/other material read – 7-12s, July 2011
- A fifth of 11-12s read comics every month
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- Figure 63: Types of magazines/other material read – 13-19s, July 2011
- Girls just as likely to read women’s magazines as teen titles
- Quarter of teenage boys read men’s mags
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- Figure 64: Children’s and teens’ attitudes towards comics and magazines, by age, July 2011
- Half of girls aged 13-19 get fashion tips from magazines
Targeting Opportunities
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- Key points
- Target groups
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- Figure 65: Magazines target groups, July 2011
- Mad About Mags
- Demographic profile
- Marketing message
- Moan About Mags
- Demographic profile
- Marketing message
- Fans Of Free
- Demographic profile
- Marketing message
Appendix – Internal Market Environment
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-
- Figure 66: Number of magazines read or looked at in the last month, by demographics, 2010
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Appendix – Brand Research – Men’s Magazines
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- Figure 67: Brand usage, July 2011
- Figure 68: Brand commitment, July 2011
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- Figure 69: Brand momentum, July 2011
- Figure 70: Brand diversity, July 2011
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- Figure 71: Brand satisfaction, July 2011
- Figure 72: Brand recommendation, July 2011
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- Figure 73: Brand attitude, July 2011
- Figure 74: Brand image – macro image, July 2011
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- Figure 75: Brand image – micro image, July 2011
- Figure 76: Profile of target groups, by demographics, July 2011
- Figure 77: Psychographic segmentation, by target groups, July 2011
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- Figure 78: Brand usage, by target groups, July 2011
- Brand index
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- Figure 79: Brand index, July 2011
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Appendix – Brand Research – Women’s Magazines
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- Figure 80: Brand usage, July 2011
- Figure 81: Brand commitment, July 2011
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- Figure 82: Brand momentum, July 2011
- Figure 83: Brand diversity, July 2011
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- Figure 84: Brand satisfaction, July 2011
- Figure 85: Brand recommendation, July 2011
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- Figure 86: Brand image – macro image, July 2011
- Figure 87: Brand image – micro image, July 2011
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- Figure 88: Profile of target groups, by demographics, July 2011
- Figure 89: Psychographic segmentation, by target groups, July 2011
- Figure 90: Brand usage, by target groups, July 2011
- Brand index
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- Figure 91: Brand index, July 2011
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Appendix – Magazine Consumption
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- Figure 92: Any magazines read by consumers, by demographics, July 2011
- Figure 93: Any men's magazines read by consumers, by demographics, July 2011
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- Figure 94: Any women's magazines read by consumers, by demographics, July 2011
- Figure 95: Men’s monthly lifestyle magazines read by consumers, by demographics, July 2011
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- Figure 96: Men’s weekly lifestyle magazines read by consumers, by demographics, July 2011
- Figure 97: Women’s weekly magazines read by consumers, by demographics, July 2011
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- Figure 98: Women’s glossy/style/fashion/beauty monthly magazines read by consumers, by demographics, July 2011
- Figure 99: Women’s general-interest magazines read by consumers, by demographics, July 2011
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- Figure 100: Celebrity magazines read by consumers, by demographics, July 2011
- Figure 101: Free magazines read by consumers, by demographics, July 2011
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- Figure 102: Interest-specific magazines read by consumers, by demographics, July 2011
- Figure 103: News and current affairs magazines read by consumers, by demographics, July 2011
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- Figure 104: Other general-interest magazines read by consumers, by demographics, July 2011
- Figure 105: Paid-for newspapers read by consumers, by demographics, July 2011
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- Figure 106: Free newspapers read by consumers, by demographics, July 2011
- Figure 107: Books read by consumers, by demographics, July 2011
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Appendix – Magazine Content Preferences
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- Figure 108: Most popular preferred types of magazine content, by demographics, July 2011
- Figure 109: Next most popular preferred types of magazine content, by demographics, July 2011
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- Figure 110: Other preferred types of magazine content, by demographics, July 2011
- Figure 111: Least popular preferred types of magazine content, by demographics, July 2011
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- Figure 112: Preferred types of magazine content, by any magazines read by consumers, July 2011
- Figure 113: Preferred types of magazine content, by any men's magazines read by consumers, July 2011
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- Figure 114: Preferred types of magazine content, by any women's magazines read by consumers, July 2011
- Figure 115: Preferred types of magazine content, by men’s monthly lifestyle magazines read by consumers, July 2011
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- Figure 116: Preferred types of magazine content, by men’s weekly lifestyle magazines read by consumers, July 2011
- Figure 117: Preferred types of magazine content, by women’s weekly magazines read by consumers, July 2011
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- Figure 118: Preferred types of magazine content, by women’s glossy/style/fashion/beauty monthly magazines read by consumers, July 2011
- Figure 119: Preferred types of magazine content, by women’s general-interest magazines read by consumers, July 2011
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- Figure 120: Preferred types of magazine content, by celebrity magazines read by consumers, July 2011
- Figure 121: Preferred types of magazine content, by free magazines read by consumers, July 2011
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- Figure 122: Preferred types of magazine content, by interest-specific magazines read by consumers, July 2011
- Figure 123: Preferred types of magazine content, by news and current affairs magazines read by consumers, July 2011
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- Figure 124: Preferred types of magazine content, by other general-interest magazines read by consumers, July 2011
- Figure 125: Preferred types of magazine content, by paid-for newspapers read by consumers, July 2011
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- Figure 126: Preferred types of magazine content, by free newspapers read by consumers, July 2011
- Figure 127: Preferred types of magazine content, by books read by consumers, July 2011
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- Figure 128: Preferred types of magazine content, by most popular preferred types of magazine content, July 2011
- Figure 129: Preferred types of magazine content, by next most popular preferred types of magazine content, July 2011
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- Figure 130: Preferred types of magazine content, by other preferred types of magazine content, July 2011
- Figure 131: Preferred types of magazine content, by least popular preferred types of magazine content, July 2011
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Appendix – Magazine Reading Habits
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- Figure 132: Most popular magazine reading habits, by demographics, July 2011
- Figure 133: Next most popular magazine reading habits, by demographics, July 2011
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- Figure 134: Magazine reading habits, by any magazines read by consumers, July 2011
- Figure 135: Magazine reading habits, by any men's magazines read by consumers, July 2011
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- Figure 136: Magazine reading habits, by any women's magazines read by consumers, July 2011
- Figure 137: Magazine reading habits, by men’s monthly lifestyle magazines read by consumers, July 2011
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- Figure 138: Magazine reading habits, by men’s weekly lifestyle magazines read by consumers, July 2011
- Figure 139: Magazine reading habits, by women’s weekly magazines read by consumers, July 2011
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- Figure 140: Magazine reading habits, by women’s glossy/style/fashion/beauty monthly magazines read by consumers, July 2011
- Figure 141: Magazine reading habits, by women’s general-interest magazines read by consumers, July 2011
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- Figure 142: Magazine reading habits, by celebrity magazines read by consumers, July 2011
- Figure 143: Magazine reading habits, by free magazines read by consumers, July 2011
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- Figure 144: Magazine reading habits, by interest-specific magazines read by consumers, July 2011
- Figure 145: Magazine reading habits, by news and current affairs magazines read by consumers, July 2011
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- Figure 146: Magazine reading habits, by other general-interest magazines read by consumers, July 2011
- Figure 147: Magazine reading habits, by paid-for newspapers read by consumers, July 2011
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- Figure 148: Magazine reading habits, by free newspapers read by consumers, July 2011
- Figure 149: Magazine reading habits, by books read by consumers, July 2011
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- Figure 150: Magazine reading habits, by most popular preferred types of magazine content, July 2011
- Figure 151: Magazine reading habits, by next most popular preferred types of magazine content, July 2011
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- Figure 152: Magazine reading habits, by other preferred types of magazine content, July 2011
- Figure 153: Magazine reading habits, by least popular preferred types of magazine content, July 2011
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Appendix – Attitudes towards Magazines
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- Figure 154: Agreement with the statements ‘Magazines are good value for money’ and ‘There’s so much content in newspaper supplements I don’t need to buy magazines’, by demographics, July 2011
- Figure 155: Agreement with the statements ‘I’m more likely to buy a magazine if it includes freebies’ and ‘Free magazines are just as good as ones you pay for’, by demographics, July 2011
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- Figure 156: Agreement with the statements ‘The amount of advertising in free magazines puts me off reading them’ and ‘Magazines don’t represent social diversity’, by demographics, July 2011
- Figure 157: Agreement with the statements ‘Magazines are great for really in-depth coverage of a subject, hobby/interest etc’ and ‘There’s too much trivia in magazines, not enough real content’, by demographics, July 2011
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- Figure 158: Agreement with the statements ‘I like reading magazines because they give me time to myself’ and ‘I’d rather read a book than a magazine’, by demographics, July 2011
- Figure 159: Attitudes towards magazines, by any magazines read by consumers, July 2011
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- Figure 160: Attitudes towards magazines, by any men's magazines read by consumers, July 2011
- Figure 161: Attitudes towards magazines, by any women's magazines read by consumers, July 2011
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- Figure 162: Attitudes towards magazines, by men’s monthly lifestyle magazines read by consumers, July 2011
- Figure 163: Attitudes towards magazines, by men’s weekly lifestyle magazines read by consumers, July 2011
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- Figure 164: Attitudes towards magazines, by women’s weekly magazines read by consumers, July 2011
- Figure 165: Attitudes towards magazines, by women’s glossy/style/fashion/beauty monthly magazines read by consumers, July 2011
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- Figure 166: Attitudes towards magazines, by women’s general-interest magazines read by consumers, July 2011
- Figure 167: Attitudes towards magazines, by celebrity magazines read by consumers, July 2011
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- Figure 168: Attitudes towards magazines, by free magazines read by consumers, July 2011
- Figure 169: Attitudes towards magazines, by interest-specific magazines read by consumers, July 2011
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- Figure 170: Attitudes towards magazines, by news and current affairs magazines read by consumers, July 2011
- Figure 171: Attitudes towards magazines, by other general-interest magazines read by consumers, July 2011
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- Figure 172: Attitudes towards magazines, by paid-for newspapers read by consumers, July 2011
- Figure 173: Attitudes towards magazines, by free newspapers read by consumers, July 2011
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- Figure 174: Attitudes towards magazines, by books read by consumers, July 2011
- Figure 175: Attitudes towards magazines, by most popular preferred types of magazine content, July 2011
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- Figure 176: Attitudes towards magazines, by next most popular preferred types of magazine content, July 2011
- Figure 177: Attitudes towards magazines, by other preferred types of magazine content, July 2011
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- Figure 178: Attitudes towards magazines, by least popular preferred types of magazine content, July 2011
- Figure 179: Attitudes towards magazines, by most popular magazine reading habits, July 2011
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- Figure 180: Attitudes towards magazines, by next most popular magazine reading habits, July 2011
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Appendix – Attitudes towards Digital Magazines
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- Figure 181: Agreement with the statements ‘I prefer to read a printed copy of a magazine to reading online/electronically’ and ‘I’m less likely to buy magazines now because of the amount of free content online’, by demographics, July 2011
- Figure 182: Agreement with the statements ‘I’d pay to use an online magazine site in order to get exclusive content not available elsewhere’ and ‘I’d buy a print subscription to a magazine if it included free access to exclusive online content not available elsewhere’, by demographics, July 2011
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- Figure 183: Agreement with the statements ‘I’d pay for a good magazine app for my iPad, smartphone or other mobile/tablet device’ and ‘I like the idea of more ‘interactive’ magazines – Ability to comment on articles, contact the author, talk to other readers etc’, by demographics, July 2011
- Figure 184: Agreement with the statements ‘I like the idea of multimedia magazines – Combining words, images, video, sound’ and ‘I’d be willing to pay for an online magazine tailored specifically to my personal needs/interests’, by demographics, July 2011
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- Figure 185: Attitudes towards online/electronic magazines, by any magazines read by consumers, July 2011
- Figure 186: Attitudes towards online/electronic magazines, by any men's magazines read by consumers, July 2011
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- Figure 187: Attitudes towards online/electronic magazines, by any women's magazines read by consumers, July 2011
- Figure 188: Attitudes towards online/electronic magazines, by men’s monthly lifestyle magazines read by consumers, July 2011
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- Figure 189: Attitudes towards online/electronic magazines, by men’s weekly lifestyle magazines’ read by consumers, July 2011
- Figure 190: Attitudes towards online/electronic magazines, by women’s weekly magazines read by consumers, July 2011
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- Figure 191: Attitudes towards online/electronic magazines, by women’s glossy/style/fashion/beauty monthly magazines read by consumers, July 2011
- Figure 192: Attitudes towards online/electronic magazines, by women’s general-interest magazines read by consumers, July 2011
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- Figure 193: Attitudes towards online/electronic magazines, by celebrity magazines read by consumers, July 2011
- Figure 194: Attitudes towards online/electronic magazines, by free magazines read by consumers, July 2011
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- Figure 195: Attitudes towards online/electronic magazines, by interest-specific magazines read by consumers, July 2011
- Figure 196: Attitudes towards online/electronic magazines, by news and current affairs magazines read by consumers, July 2011
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- Figure 197: Attitudes towards online/electronic magazines, by other general-interest magazines read by consumers, July 2011
- Figure 198: Attitudes towards online/electronic magazines, by paid-for newspapers read by consumers, July 2011
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- Figure 199: Attitudes towards online/electronic magazines, by free newspapers read by consumers, July 2011
- Figure 200: Attitudes towards online/electronic magazines, by books read by consumers, July 2011
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- Figure 201: Attitudes towards online/electronic magazines, by most popular preferred types of magazine content, July 2011
- Figure 202: Attitudes towards online/electronic magazines, by next most popular preferred types of magazine content, July 2011
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- Figure 203: Attitudes towards online/electronic magazines, by other preferred types of magazine content, July 2011
- Figure 204: Attitudes towards online/electronic magazines, by least popular preferred types of magazine content, July 2011
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- Figure 205: Attitudes towards online/electronic magazines, by most popular magazine reading habits, July 2011
- Figure 206: Attitudes towards online/electronic magazines, by next most popular magazine reading habits, July 2011
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- Figure 207: Attitudes towards online/electronic magazines, by agreement with the statements ‘Magazines are good value for money’ and ‘There’s so much content in newspaper supplements I don’t need to buy magazines’, July 2011
- Figure 208: Attitudes towards online/electronic magazines, by agreement with the statements ‘I’m more likely to buy a magazine if it includes freebies’ and ‘Free magazines are just as good as ones you pay for’, July 2011
-
- Figure 209: Attitudes towards online/electronic magazines, by agreement with the statements ‘The amount of advertising in free magazines puts me off reading them’ and ‘Magazines don’t represent social diversity’, July 2011
- Figure 210: Attitudes towards online/electronic magazines, by agreement with the statements ‘Magazines are great for really in-depth coverage of a subject, hobby/interest etc’ and ‘There’s too much trivia in magazines, not enough real content’, July 2011
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- Figure 211: Attitudes towards online/electronic magazines, by agreement with the statements ‘I like reading magazines because they give me time to myself’ and ‘I’d rather read a book than a magazine’, July 2011
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Appendix - Children’s and Teens’ Reading Habits
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- Figure 212: Magazines and other material read, by demographics, July 2011
- Figure 213: Further magazines and other material read, by demographics, July 2011
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- Figure 214: Further magazines and other material read, by demographics, July 2011
- Figure 215: Magazines and other material read, by demographics, July 2011
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- Figure 216: Futher magazines and other material read, by demographics, July 2011
- Figure 217: further magazines and other material read, by demographics, July 2011
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- Figure 218: Attitudes towards comics and magazines, by demographics, July 2011
- Figure 219: Attitudes towards comics and magazines, by demographics, July 2011
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- Figure 220: Further attitudes towards comics and magazines, by demographics, July 2011
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Appendix – Targeting Opportunities
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- Figure 221: Target groups, by demographics, July 2011
- Figure 222: Types of magazine read by consumers, by target groups, July 2011
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- Figure 223: Preferred types of magazine content, by target groups, July 2011
- Figure 224: Magazine reading habits, by target groups, July 2011
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- Figure 225: Attitudes towards magazines, by target groups, July 2011
- Figure 226: Attitudes towards online/electronic magazines, by target groups, July 2011
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